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Message and source characteristics as drivers of mobile digital review persuasiveness: does cultural context play a role?

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  • Iryna Pentina
  • Oksana Basmanova
  • Qin Sun

Abstract

This study examines the impacts of message valence (positive/negative/sided) and perceived source similarity on user attitudes towards mobile restaurant reviews and review persuasiveness in low- and high-context cultures. Two experiments were conducted in the USA and Ukraine. The results reveal significant differences in consumer paths to adopting mobile digital reviews in low-context vs. high-context cultures. They indicate that in low-context cultures positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. The same relationships are observed in high-context cultures only under conditions of perceived source similarity. Review helpfulness and credibility, in turn, positively impact its persuasiveness in both high- and low-context communication traditions. Based on the findings, future research avenues and managerial implications are proposed.

Suggested Citation

  • Iryna Pentina & Oksana Basmanova & Qin Sun, 2017. "Message and source characteristics as drivers of mobile digital review persuasiveness: does cultural context play a role?," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 11(1), pages 1-21.
    • Handle: RePEc:ids:ijimad:v:11:y:2017:i:1:p:1-21
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